While no- and low-alcohol wines grab headlines, a new research review suggests that mid-strength wines—sitting at 6-10% alcohol—could be the sweet spot that finally makes reduced-alcohol products mainstream. With a 12% annual growth rate between 2023 and 2027, the no-low-mid (NLM) wine category is reshaping how we think about drinking, but psychology may determine which products actually succeed.
Dr Hannah Ford’s comprehensive review at Adelaide Business School analyzed 38 peer-reviewed studies to understand what drives consumer interest in NLM wines. The findings reveal a complex web of social pressures, personal identity, and surprising gender dynamics that wine businesses are only beginning to understand.
The gender paradox in wine psychology
“The global wine industry is evolving rapidly in response to growing health-conscious and moderation-driven drinking trends,” Dr Ford explains. “The review proposes that appeal to NLM wines is influenced by social factors, habits, self-identity, emotional responses, and product tangibility.”
However, her research uncovered a striking contradiction. While women generally favor no- and low-alcohol wines more than men, the study found that wine consumption carries “strong symbolic association with femininity” that could create internal conflicts. Men face their own challenges, as non-alcoholic beverages are often perceived as more feminine, potentially threatening masculine identity.
This psychological tension helps explain why mid-strength wines might succeed where zero-alcohol options struggle. At 7% alcohol—the sweet spot where brands like McGuigan and PepperJack are positioning their products—these wines still feel like “real” wine to consumers’ brains.
The 46% problem
One finding that didn’t make the headlines reveals a crucial flaw in current no-alcohol wines: nearly half of participants (46%) thought dealcoholized wine tasted like fruit juice. This perception problem creates a cascade of issues. When consumers don’t associate a product with “wine,” they’re less willing to pay wine prices or consume it in wine contexts.
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